In a quick chat with BE, Srivastava talks about how brands can crack the digital codePriyanka Nair | ETBrandEquity | July 16, 2016, 08:28 IST

Rohitash Srivastava Storytelling in advertising has seen a paradigm shift. Thanks to the evolution of technology in marketing, today, brands are open to looking out for opportunities that connect with the hyper-social consumers.

These days digital companies are on a constant search to fit in their brands wherever possible in a contextual way. Brand equity recently caught up with Rohitash Srivastava, strategic planning lead - North India, SapientNitro, to understand what technology firms are advising their clients who are betting big on digital.

Srivastava is of the opinion that it’s time for brands to move away from the templatised approach while marketing on digital platforms. He said, “Brands should start valuing consumers’ micro-moments. That’s only way you can create that right connect, especially when on mobile.”

As a case in point, Srivastava mentioned how SapientNitro’s British Airways film ‘Fuelled by Love’ was an effort that cracked the traditional approach of branded content.

He further added, “Consumers today don’t want to see ads or branded content. The only way to unlock this is to get away from the typical structure of an ad. It’s time for brands to entertain consumers.”

Here’s a video interview with Srivastava where he speaks at length about how brands can crack the digital code and more. Take a look.

Srivastava was a speaker at the recently held Mobile Media Summit, New Delhi.